2003-04 Undergraduate Catalog -

Assistant Professors: Vanessa Beasley, Joe Downing, Gracie Lawson-Borders; Senior Lecturers: Christian Anderson, Nina Flournoy, Kathy LaTour; Adjunct Instructors: Elaine Liner, Ann Mayer-Guell, Cecilia Stubbs Norwood.

Corporate Communications and Public Affairs (CCPA) is founded on the principle that business, government and nonprofit institutions must develop, plan, and implement strategic communications programs that establish and maintain mutually beneficial relations with the publics on whom their success depends. Corporate Communications and Public Affairs creates communication professionals skilled in research, critical thinking, writing and advocacy who apply intellectual rigor and integrity to strategic communication.

Students seeking an undergraduate degree in Corporate Communications and Public Affairs receive a broad background in the liberal arts, followed by a major curriculum that prepares them to work in agencies, corporations, nonprofit organizations, cultural and educational institutions, associations and government. The CCPA curriculum is designed to introduce students to the historical development of the communications eld, educate students about the principles and theories behind corporate and public affairs activities, develop requisite communications skills, raise awareness of the ethical responsibilities of professional communicators, and help them develop the strategic communication and management capabilities required for success in a global environment. After developing a strong core of fundamental skills and knowledge in strategic communications, students learn how to research, plan, and execute corporate and public affairs programs. The CCPA program emphasizes critical thinking, problem solving, research and writing.

In addition to major coursework in the division, Corporate Communications and Public Affairs students must complete a minor outside the communications fields of Journalism, Advertising, and Cinema-TV. Determination of the minor should be considered carefully and should enhance and broaden the student's learning experience at SMU beyond the major. In keeping with the recommendations of the Public Relations Society of America's Task Force on Undergraduate Education and the standards of the Accrediting Council for Education in Journalism and Mass Communications, students should select minors that emphasize the liberal arts. No more than 36 percent of a student's total hours of study (SMU and transfer credit hours) may be in any combination of communications courses including CCPA-designated coursework. CCPA students must work closely with their academic adviser to ensure compliance with these standards. Students seeking to double major or minor in another communications-related eld may need to complete more than the minimum 122 total hours required for graduation.

Majors may elect as part of their senior studies to pursue either a general CCPA curriculum or a specialized course of study or "track" within the division. The division currently offers three course tracks that emphasize specialized studies in Corporate Communications, Nonprofit Management or Public Affairs.

Students are encouraged to obtain professional on-the-job training and make important career connections through supervised internships with a variety of organizations in the Dallas area. They are encouraged to participate in the International Association of Business Communicators (IABC), the preprofessional association sponsored by the professional parent organization.

To find more information about the Corporate Communications and Public Affairs degree program, please visit the CCPA web page at meadows.smu.edu/ccpa.

Admission

In addition to those requirements of the University and of Meadows School of the Arts, undergraduate students planning to major or minor in Corporate Communications and Public Affairs must complete: ENGL 1301 and 1302 with a minimum grade of C and an average G.P.A. of 2.75, a math fundamentals course (STAT 1301 is recommended), and nine hours of CCPA core coursework (MSA 1301, CCPA 2327, and CCPA 2308). Students must earn a grade of C or better in each of these three CCPA core courses before a major or minor may be declared. A minimum G.P.A. of 2.75 is required in these 18 hours of core coursework before a student will be accepted and classied a CCPA major or minor. A core course may be repeated no more than once in order to meet requirements to declare CCPA as a major or minor.

Special Requirements

Transfer hours for core course requirements may be considered on petition and approval of the faculty. Courses satisfying major requirements should be taken through the SMU program.

CCPA coursework may not be double-counted toward the requirements for another major or minor. Students must earn a grade of C- or better for coursework toward their major or minor CCPA degree requirements.

Scholarships

Communication Honors Scholarships are awarded each year to outstanding students who intend to major in Corporate Communications and Public Affairs. The Douglas Bauer Incentive Scholarship is a competitive scholarship available to one declared sophomore or junior each year.

CCPA Honors Program

Students may apply for admission to the CCPA Honors track after completion of 45 hours with a 3.50 overall G.P.A. or better. To graduate with honors, students must take six hours of honors-designated CCPA courses and the CCPA 4375 Honors Thesis in Communication Theory course. Students accepted to the CCPA Honors track must maintain a 3.50 or higher overall G.P.A. in all SMU coursework to graduate with the Honors distinction. The top 10 percent of each class is eligible for faculty nomination into Kappa Tau Alpha, the national communication honorary.

Programs of Study

Bachelor of Arts in Corporate Communications and Public Affairs

(Note: No coursework may be double-counted for either a major or minor in CCPA.)

Credit Hours

General Education Curriculum: 41

Foreign Language: 8

Core Requirements: 9

Must be taken in order. CCPA 2327 and CCPA 2308 may be taken concurrently.

MSA 1301 Mass Media and Society

CCPA 2327 Introduction to Communication Theory and Practice (Prerequisite: MSA 1301)

CCPA 2308 Strategic Writing I (Prerequisite: MSA 1301, prerequisite or corequisite: CCPA 2327)

CCPA Course Requirements: 21

Core requirements must be completed before enrollment in any of the following.

CCJN 4315 Ethics of Communication

or

CCJN 4316 Law of Communication

Skills/Production Required:

CCPA 3352 Strategic Writing II

Skills/Production Choose one:

ADV 3390 Advertising Design

CCJN 3311 Reporting

CCJN 3320 Editing

CCPA 4385 Technology and Strategic Communication

or

Other Communications Skills/Production courses approved by CCPA faculty

Research:

CCPA 3375 Strategic Communication Research (Prerequisite: Third-year standing)

Theory Required:

CCPA 3360 Project Management

Theory Electives (choose one):

CCPA 3321 International Communication

CCPA 3341 Intercultural Communication

CCPA 3345 Persuasion

CCPA 3350 Integrated Marketing Communication

CCPA 3365 Organizational Communication

CCPA 3380 Nonprofit Management

CCPA 4327 Argumentation and Advocacy

CCPA 4328 Media Convergence

CCPA 4386 Financial Relations

Application:

CCPA 4325 Internship* (Prerequisite: CCPA 3352, CCPA 3375, fourth-year standing and permission of adviser)

or

CCPA 4395 Strategic Communication Campaigns (Prerequisite: CCPA 3375 and fourth-year standing or approval of instructor)

CCPA Upper-Level Electives (choose four): 12

For general degree, choose any four from the following courses. For specialized emphasis in Corporate Communications, Public Affairs, or Nonprofit Management, see approved course list for emphasis/tracks.

Core Requirements must be completed before these are taken.

CCPA 3310 Crisis Management

CCPA 3321 International Communication

CCPA 3341 Intercultural Communication

CCPA 3345 Persuasion

CCPA 3350 Integrated Marketing Communication

CCPA 3365 Organizational Communication

CCPA 3380 Nonprofit Management

CCPA 3382 Feature Writing

CCPA 3385 Strategic Communication for the Nonprofit

CCPA 4327 Argumentation and Advocacy

CCPA 4328 Media Convergence

CCPA 4345 Media and Politics

CCPA 4350 Public Opinion, The Press and Public Policy

CCPA 4375 Honors Thesis in Communication Theory

CCPA 4385 Technology and Strategic Communication

CCPA 4386 Financial Relations

CCPA 530X Topics in Communication (contemporary issues)

CCPA xxxx Other approved CCPA course

or

CCJN 4315 Ethics of Communication

CCJN 4316 Law of Communication

Meadows Elective/Corequirement: 6

At least 3 of these hours must be in a non-Communications division.

Minor and Other Electives (minor to be determined with counsel of adviser): 25

Total: 122

CCPA EMPHASIS TRACKS (9 hours required from among the following)

(Topics courses may be approved by the faculty as appropriate to the emphasis)

Public Affairs

3 hours Internship* in field as approved by faculty

Plus 6 hours from the following:

3 hours Public Opinion, the Press, and Public Policy

3 hours Argumentation and Advocacy

3 hours Media and Politics

*To be eligible for an internship, students must have a 2.75 G.P.A. overall, a 3.00 in CCPA courses, 90+ hours of coursework, including CCPA 3352 and CCPA 3375, and instructor approval. May be taken earlier with adviser approval.

Six hours of the emphasis can be completed at the American University term program in Washington, D.C., with faculty approval.

Nonprofit Management

3 hours Internship* in field as approved by faculty

3 hours Nonprofit Management (plus one-hour directed study for a total of 4 credit hours)

3 hours Strategic Communications for the Nonprofit**

** To be taken concurrently with approved Internship.

Six hours of the emphasis can be completed during the regular term or at the SMU-in-Taos Summer program, as offered.

Corporate Communications

3 hours Internship* in field as approved by faculty

Plus 6 hours from the following:

3 hours Crisis Management

3 hours Integrated Marketing Communication

3 hours Media Convergence

3 hours Financial Communication

3 hours International Communication

Six hours of the emphasis can be completed at the SMU-in-London program, as offered

Minor in Corporate Communications and Public Affairs

The minor in Corporate Communications and Public Affairs (CCPA) is designed to provide students with a basic understanding of the principles and theories of corporate and public affairs programming. Students must meet the entrance requirements for a major in Corporate Communications and Public Affairs before they are admitted to the minor program.

Credit Hours

Minor Requirements: 21

MSA 1301 Mass Media and Society

CCPA 2327 Introduction to Communication Theory and Practice

CCPA 2308 Strategic Writing I (Prerequisite: MSA 1301 and CCPA 2327)

CCPA 3352 Strategic Writing II

CCPA 3360 Project Management

CCPA 3375 Strategic Communication Research (Prerequisite: Third-year standing)

CCPA xxxx Upper-level CCPA elective

The Courses (CCPA)

MSA 1301. Mass Media and Society. A survey of all print and broadcast media their back-grounds as well as their current status as industries. Ethics, law, effects of mass media, international communication, advertising, and public relations are also treated. Required for majors.

2308. Strategic Writing I. The fundamentals of structuring and presenting information in written form, especially for mass audiences and using all media. Emphasis on language usage and syntax. Required for majors. Prerequisite: MSA 1301. Prerequisite or Corequisite: CCPA 2327.

2327. Introduction to Communication Theory and Practice. This course introduces the basic theories, concepts, and approaches to strategic communications. It includes an historical overview as well as discussions of the professional and ethical demands on practitioners. Prerequisite: MSA 1301.

3310. Crisis Management. This course examines strategies and techniques used in anticipating and managing the impact of crises on institutions. Students learn how corporations and other organizations research and analyze issues, and formulate policy to address constituent concerns. Prerequisite: CCPA 2308.

3321. International Communication. This course is designed to introduce students to the development of corporate communications in a global society. Students will compare and contrast corporate communications activities in the United States with those in other countries and will explore the opportunities and challenges involved in implementing public affairs programs on an international scale. Prerequisite: CCPA 2308.

3341. Intercultural Communication. This course provides an introduction to communication between people from different cultural and co-cultural groups. The course focuses on the discussion and application of intercultural communication theories and research. Prerequisite: CCPA 2308.

3345. Persuasion. This course examines principles, theories, and models of persuasion as a process of communication. Students explore various approaches to the study of persuasion, consider the ethics of persuasion, and learn how persuasive techniques are used in strategic communications campaigns and programs. Prerequisite: CCPA 2308.

3350. Integrated Marketing Communication. This course examines integrated communication theories and practices involving public relations, advertising, and marketing. Students examine various institutional approaches for developing strategic integrated communication campaigns. Prerequisite: CCPA 2308.

3352. Strategic Writing II. Students in this experiential class identify and coordinate with a client to prepare a range of written materials, including backgrounders, news releases, brochures, feature articles, and media kits. Prerequisites: CCPA 2308.

3360. Project Management. Students examine the business aspects of managing a public relations department and a public relations agency. The course provides an overview of the basic accounting skills required to read a nancial statement, develop a budget, and allocate resources. Students analyze the manager's role in organizational and agency settings and explore techniques for dealing with clients, managing personnel, and supervising administrative and creative support staff. Prerequisites: CCPA 2308 and junior standing.

3365. Organizational Communication. This course provides an introduction to the eld of organizational communication by acquainting students with communication and organiza-tional theories and concepts. This course also covers current workplace issues related to communication such as gender, ethics, cultural diversity and communication technologies. Prerequisites: CCPA 2308 and junior standing.

3375. Strategic Communication Research. Students learn social science research methods and apply them to strategic campaigns. Students develop/carry through a research project from analysis of secondary sources to the creating of and reporting on original research. Prerequisites: CCPA 2308 and junior standing.

3380. Nonprofit Management. Students are introduced to the nonprofit sector and the needs it addresses, including the history of the sector, how nonprofits differ from for-prot and government organizations, governing issues of boards and how they operate, and stafng issues. The class explores the start-up process of dening and writing a mission statement, stafng and operational roles as well as accountability, ethics and the role of the volunteer. nonprofit structures in arts, human services and other areas will be compared and contrasted. Requires concurrent enrollment in one-hour directed study encompassing a 50-hour commitment with a nonprofit organization. Prerequisites: CCPA 2308 and junior or senior standing.

3382. Feature Writing. Development of skills in researching, interviewing, writing and editing for the production of publishable in-depth, nonction stories for newspaper, magazines or Internet. Emphasis is on criticism and seeing copy through to actual publication. Prerequisite: CCPA 2308.

3385. Strategic Communication for the Nonprofit. Class combines theory and practical application as CCPA majors are matched with nonprofit agencies to produce communications materials while completing classroom exploration of the writing needs of nonprofits. Students identify the "publics" specic to the nonprofit and produce materials directed at these audiences, including the media, individual donors, corporations, foundations, volunteers and the populations served by the agency mission. Prerequisites: CCPA 2308, and junior or senior standing. Requires concurrent enrollment in CCPA 4325 in an approved internship.

4300. Public Affairs Seminar. The seminar provides special studies in public affairs. Prerequisite: CCPA 2308.

4302, 4303, 4304. Washington Term Studies. Offers students an opportunity to study and practice Corporate Communications and Public Affairs in the nation's capital. Prerequisite: Concurrent enrollment in CCPA 4326 in an approved internship.

4305. Washington Term Directed Studies. Independent study under the direction and supervision of a faculty member while in Washington. A directed study is a close collaboration between the professor and an advanced student who conducts a rigorous project that goes beyond the experience available in course offerings.

4325. Internship. This course provides students with experience working with public relations professionals either part-time during fall and spring terms or full-time during summer. Offered on a Pass/Fail basis only. Prerequisites: CCPA 3352, CCPA 3375, 90 or more hours of course-work, 2.75 overall GPA, 3.00 GPA in CCPA coursework, and permission of faculty adviser. May be taken earlier with adviser permission.

4326. Washington Term Internship. This course is offered in conjunction with courses taken in Washington, DC. This internship provides students with experience working in public affairs in the nation's capital, supervised by a faculty member there.

4327. Argumentation and Advocacy. This class will help develop students' critical thinking skills. Within the broader context of argumentation theory, students in this course will also apply these theories within a series of structured debates. Prerequisite: CCPA 2308.

4328. Media Convergence. This course will introduce students to the increasing trend of media convergence the process of large conglomerates increasingly delivering content across multiple communication channels (news on demand, video streaming, etc.). Prerequisite: CCPA 2308.

4345. Media and Politics. This course examines the dynamic and interpersonal relationship between the news media and politics. The media's influence on the political process, the relationship between reporters and public officials, the impact of media-based campaigns and the ethical impact of media manipulation by political strategists are examined. Prerequisite: CCPA 2308.

4350. Public Opinion, The Press, and Public Policy. This course examines the linkage between public opinion and public policy. Inuences on the policy process are considered, with an emphasis on the agenda-setting role of the news media in translating public opinion to policymakers. Prerequisite: CCPA 2308.

4375. Honors Thesis in Communication Theory. This course presents students with a thorough analysis of the scientic, critical, and cultural questions that provide the foundation of theory-building in communication. From identifying basic epistemological questions to exploring the impact of the "knowledge industry" on society, students are provided the analytical tools to understand, compare, and evaluate theories and their use. Prerequisite: Honors standing.

4385. Technology and Strategic Communication. This course examines the application of technology as it relates to the management of communications in Corporate Communications and Public Affairs. Included are desktop publishing, Internet and database research skills, database creation, and strategic management and other creative applications. The course will address ethical and legal concerns associated with technology and its uses in strategic communications. Prerequisite: CCPA 2308.

4386. Financial Relations. This course familiarizes students with terms, principles, theories, and practices in nancial communications. Students examine techniques used in investor relations and consider the legal and ethical responsibilities. Prerequisite: CCPA 2308.

4395. Strategic Communication Campaigns. Examines strategies used in public relations campaign processes, from identifying the problem through campaign planning and execution, research, and evaluation stages. Prerequisites: CCPA 3375 and fourth-year standing.

5110, 5210, 5310. Directed Study. Independent study under the direction and supervision of a faculty member. A directed study is a close collaboration between the professor and an advanced student who conducts a rigorous project that goes beyond the experience available in course offerings. The student must secure written permission from the instructor and return a completed directed studies form to the Corporate Communications and Public Affairs office before the start of the term during which the study is to be undertaken. Prerequisites: Junior standing and permission of instructor.

5301, 5302, 5303, 5304. Topics in Communication. Study of timely issues.